BEAUTY CARE

Clairol redesigns formula, intros Nice ‘N Easy Color Care

BY Gisselle Gaitan

Clairol is redesigning it’s classic Nice ‘N Easy hair dyes with the launch of Nice’n Easy Color Care. The new line teams damage blocking technology with a revolutionary hair dye molecule, ME+, to create an allergy gentle formula that conditions in every step, the New York City-based company said.

The Coty-owned brand’s new patented permanent hair color technology helps block damage with EDDS technology, which encapsulates copper and prevents it from reacting with water and other free radicals to keep the cuticle healthy and smooth.

“Coloring your hair is one of the boldest ways to change your look and your perspective. Making that change at home, yourself, requires a lot of bravery and raises many questions,” Rosi Ajjam, SVP retail hair at Coty, and the architect of Clairol’s recent redesign said. “As a long-time category leader and innovator in at-home hair color, it’s our responsibility to partner with women in this process. Our first step was taking an in-depth look at people’s concerns — fear of damage or achieving an unnatural result; and annoyance with messy and smelly formulas. From there, we created a breakthrough product to tackle those concerns directly. Our intention for the new Clairol Nice ‘N Easy is to empower women to color fearlessly. From a technical perspective, this means blocking damage with conditioners at every step, in an allergy-gentle formula, for beautiful, natural-looking hair. On the emotional side, this means looking and feeling your absolute best, and hopefully tackling the day with a little less fear.”

The no-drip, cream Color Care formula features conditioners and antioxidants at every step of the coloring process, alleviating the feeling of dry, brittle hair, the company said. Clairol also has added foaming technology that the slows the rate at which ammonia evaporates, significantly reducing the odor and replacing it with a fresh, lily scent.

Every shade that previously existed in the Clairol Nice ‘N Easy collection will be featured with the new formula, and the company also will expand the range of products to 47 shades.

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L’Oréal Paris taps Camila Cabello as next Elvive spokesperson

BY Gisselle Gaitan

L’Oréal Paris has unleashed its second phase of its Elvive Hair Care line, which previously debuted with a commercial for its Comeback campaign featuring actress Winona Ryder. The New York City-based company has announced that singer Camila Cabello will front the Extraordinary Oil Collection — part of the product line, which targets dry and undernourished tresses.

“I think a comeback is defined as struggling through something and having the strength and resolution to push past it,” Cabello said. “For me, it was about taking chances, aiming high and believing that I was worth it. I can now finally hear everything my heart was telling me.”

A hero treatment within the launch is the Extraordinary Oil Treatment, which is a multi-use leave-in product infused with camellia and golden sunflower oils. With just one use, hair is left 10 times more moisturized with no greasiness or weigh-down, the company said.

“We are very proud to partner with Camila for the launch of Elvive,” Tim Coolican, president of L’Oréal Paris USA, said. “Elvive was designed to address the 80% of women in the United States who experience some form of hair damage daily. The line builds on L’Oreal Paris’ commitment to creating innovative products, services and experiences that help people look and feel their best every day.”

All Elvive products are available for purchase in mass food, drug and retail locations nationwide at the suggested retail price of $4.99, treatments on the other hand retail for $6.99.

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ORS hair care refreshes packaging, product formulas

BY Gisselle Gaitan

ORS hair care, a line that creates products for various types of hair textures is revamping its look with new packaging and updated formulas. The Chicago-based company announced that users will be able to purchase a new line of olive oil infused styling tools that contain sweet almond oil for strengthening and coconut oil for a restorative shine.

“We’re continually engaging with our consumers to make sure we’re meeting their needs, and they’ve told us that they’re ready for more from their trusted Olive Oil products. This insight was the starting point for our refresh, which we’re excited to bring to life. We enhanced our products with additional ingredients that provide more moisture, more strength and more shine and we’ve updated our packaging,” Nicole Ray Robinson, category marketing head at Namaste Laboratories, said.

The first two tools to launch the line are:

  • ORS Edge Control Hair Gel, which combines olive oil with almond oil to strengthen, protect and moisturize edges while delivering all-day extra hold. It is non-flaking, non-whitening, non-greasy and formulated without parabens, alcohol, mineral oil, silicone and sulfates. The 2.25-oz. size of the gel can be purchased for the suggested retail price of $5.49.
  • ORS Olive Oil Nourishing Sheen Spray is also infused with coconut oil to moisturize, nourish and shine. The spray delivers a long-lasting shine, revitalizes dry tresses, contains nutrients, is lightweight and features a no-clog sprayer for easier application. The 11.7-oz. size can be purchased for the suggested retail price of $4.99 and the 2-o.z size retails for $2.59.

Both products are currently available for purchase at select retailers across the country including Walmart, Walgreens, Target, CVS, Rite Aid, Sally Beauty, Dollar General and Family Dollar.

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